The festival of Karva Chauth, a day of fasting and prayers for the well-being of husbands, is more than just a religious observance in India. It’s a significant economic driver, with this year’s celebrations expected to generate a whopping ₹22,000 crore in business across the country. This figure represents a substantial increase from last year’s ₹15,000 crore, indicating a surge in consumer spending and the festival’s growing economic impact.
The anticipation for Karva Chauth has been palpable in markets across India, with shoppers flocking to stores to purchase everything from traditional attire and jewelry to puja essentials and gift items. The festive spirit is evident in the bustling crowds browsing through vibrant displays of sarees, salwar kameez, and lehengas, adorned with intricate embroidery and embellishments. Jewelry stores are overflowing with shoppers seeking ornate gold earrings, bangles, necklaces, and toe rings, adding to the celebratory atmosphere.
This year, a new trend has emerged: the introduction of silver Karvas, which are expected to be in high demand. The traditional Karva pots, along with sieves, diyas, and red glass bangles, are also popular choices for the occasion. The auspicious festival also sees a surge in henna (mehendi) applications, with women lining up at markets, temples, and public spaces to get their hands decorated with intricate patterns.
Member of Parliament Praveen Khandelwal highlighted the positive impact of the festivities, stating that they resonate with Prime Minister Narendra Modi’s “Vocal for Local” campaign, encouraging the use of domestically produced goods. The festival is not only a boon for the retail sector but also a catalyst for the upcoming wedding season. The surge in purchases of gold jewelry during Karva Chauth signifies a growing demand for bridal jewelry, as November marks the traditional start of the wedding season.
The celebrations are expected to continue in the coming weeks, with a string of festive events lined up, including Dhanteras, Naraka Chaturdashi (Choti Diwali), Diwali, Govardhan Puja, and Bhai Dooj. Each day holds a special significance and is celebrated with unique rituals, further fueling the festive spirit and economic activity across India.